Dear MLD,
Thank you for your clarification!
The following figures were extracted from the Diageo Annual Report 2004.
http://www.diageo.com/download%5C3000---R531.pdf
Or download from here « Reports and Accounts 2004 »
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Johnnie Walker Scotch Whiskies
Johnnie Walker Red Label 7.5 million units
Johnnie Walker Black Label 3.8 million units
Remaining variants 0.4 million units
Smirnoff 24.2 million units
Smirnoff Ice 5.2 million units
Guinness 11.6 million units
Baileys 6.6 million units
J&B Scotch whisky 6.0 million units
José Cuervo tequila 4.2 million units
Tanqueray gin 2.0 million units
Captain Morgan 6.0 million units
Local priority brands: 22.7 million equivalent units and a turnover
of £1,887 million.
?Local priority brands contributed volume of 22.7 million equivalent
units, representing 19% of premium drinks total volume (in nine litre
equivalent units), and turnover of £1,887 million. Examples of local
priority brands include Crown Royal Canadian whisky in North America,
Windsor Premier whisky in South Korea, Seagram?s VO whisky and
Seagram?s 7 Crown whiskey in North America, Cacique rum in Spain,
Gordon?s gin in Great Britain, Bundaberg rum in Australia, Bell?s
whisky in Great Britain, Smithwick?s ale in Ireland, Budweiser and
Carlsberg lagers in Ireland and Sterling Vineyards wines in North
America.?
Other beers: 4.1 million equivalent units of other beers, achieving
a turnover of £386 million
?In the year ended 30 June 2004, Diageo sold 4.1 million equivalent
units of other Beers, achieving turnover of £386 million.
Approximately 65% of other beer volume was attributable to owned
brands, such as Harp Irish lager (all markets except Ireland),
Kilkenny Irish beer,Malta non-alcoholic stout (all markets except
Africa) and Smithwick?s ale (all markets except Ireland). The
remainder was attributable to beers brewed and/or sold under licence,
Tiger beer in Malaysia and Heineken lager in Jamaica.?
Other Wines: 2.1 million equivalent units, contributing a turnover of £294 million
?In addition, Diageo produces and markets a wide selection of wines.
These include well known labels Sterling Vineyards and Beaulieu
Vineyard in the United States, Blossom Hill in the United Kingdom, and
Barton & Guestier and Piat D?Or in Europe. For the year ended 30 June
2004, other wine volume was 2.1 million equivalent units, contributing
turnover of £294 million.?
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Relevant Excerpts
=================
?In the year ended 30 June 2004, Diageo sold 98.2 million equivalent
units of spirits (including ready to drink), 2.5 million equivalent
units of wine and 21.4 million equivalent units of beer."
? In the year ended 30 June 2004, ready to drink products contributed
7.2 million equivalent units of total premium drinks volume of which
Smirnoff Ice accounted for 5.2 million equivalent units.?
?Volume has been measured on an equivalent units basis to nine litre
cases of spirits.
An equivalent unit represents one nine litre case of spirits, which is
approximately 272 servings.
A serving comprises 33ml of spirits, 165ml of wine, or 330ml of ready
to drink or beer.
Therefore, to convert volume of products other than spirits to
equivalent units, the following guide has been used:beer in
hectolitres divide by 0.9, wine in nine litre cases divide by five and
ready to drink in nine litre cases divide by 10.?
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Global priority brands
----------------------
?Diageo has eight global priority brands that it markets worldwide.
Diageo considers these brands to have the greatest current and future
earnings potential. Each global priority brand is marketed
consistently around the world, and therefore can achieve scale
benefits. The group manages and invests in these brands on a global
basis.?
?In the year ended 30 June 2004, global priority brands contributed
59% of premium drinks total volume and achieved turnover of £5,148
million.?
Smirnoff
?Smirnoff is Diageo?s highest volume brand and achieved sales of 24.2
million equivalent units in the year ended 30 June 2004.Smirnoff is
ranked, by volume, as the number one premium vodka and the number two
premium spirit brand in the world.?
Johnnie Walker Scotch Whiskies
?Johnnie Walker Scotch whiskies comprise Johnnie Walker Red Label,
Johnnie Walker Black Label and several other brand variants.During the
year ended 30 June 2004, Johnnie Walker Red Label sold 7.5 million
equivalent units and was ranked, by volume, as the numberone premium
Scotch whisky and the number four premium spirit brand in the world.
Johnnie Walker Black Label sold 3.8 million equivalent units and the
remaining variants sold 0.4 million equivalent units in the year ended
30 June 2004.?
Guinness
?Guinness is the group?s only global priority beer brand, and for the
year ended 30 June 2004 achieved volume of 11.6 million equivalent
units.?
Baileys
?Baileys, ranked the number one liqueur in the world, sold 6.6 million
equivalent units in the year ended 30 June 2004.?
Captain Morgan
?Captain Morgan is ranked as the number two premium rum brand in the
world and contributed 6.0 million equivalent units in the year ended
30 June 2004.?
J&B, José Cuervo and Tanqueray
?During the year ended 30 June 2004, J&B, José Cuervo and Tanqueray
sold 6.0 million, 4.2 million and 2.0 million equivalent units,
respectively.?
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Local priority brands
---------------------
?Diageo has identified 30 local priority brands. Diageo manages and
invests in these brands on a market by market basis and, unlike the
global priority brands,may not have a consistent marketing strategy
around the world for such brands.
For the year ended 30 June 2004, local priority brands contributed
volume of 22.7 million equivalent units, representing 19% of premium
drinks total volume (in nine litre equivalent units), and turnover of
£1,887 million.
Examples of local priority brands include Crown Royal Canadian whisky
in North America,Windsor Premier whisky in South Korea, Seagram?s VO
whisky and Seagram?s 7 Crown whiskey in North America, Cacique rum in
Spain, Gordon?s gin in Great Britain, Bundaberg rum in Australia,
Bell?s whisky in Great Britain, Smithwick?s ale in Ireland, Budweiser
and Carlsberg lagers in Ireland and Sterling Vineyards wines in North
America.?
The remaining brands are grouped under category brands.
?Other spirits achieved volume of 20.9 million equivalent units and
contributed £1,176 million to Diageo?s turnover in the year ended 30
June 2004. Examples of category brands are Gordon?s gin (all markets
except Great Britain and North America in which it is reported as a
local priority brand), Gordon?s vodka, The Classic Malt whiskies and
White Horse whisky.
In the year ended 30 June 2004, Diageo sold 4.1 million equivalent
units of other beers, achieving turnover of £386 million.
Approximately 65% of other beer volume was attributable to owned
brands, such as Harp Irish lager (all markets except Ireland),
Kilkenny Irish beer,Malta non-alcoholic stout (all markets except
Africa) and Smithwick?s ale (all markets except Ireland). The
remainder was attributable to beers
brewed and/or sold under licence, Tiger beer in Malaysia and Heineken
lager in Jamaica.
In addition, Diageo produces and markets a wide selection of wines.
These include well known labels Sterling Vineyards and Beaulieu
Vineyard in the United States, Blossom Hill in the United Kingdom, and
Barton & Guestier and Piat D?Or in Europe. For the year ended 30 June
2004, other wine volume was 2.1 million equivalent units, contributing
turnover of £294 million.?
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I hope this is helpful!
Best regards,
Bobbie7 |
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